Jessica Goodfellow
Jun 15, 2020

Nearly a third of all online ads in China invalid: report

Chinese measurement firm analysed traffic from thousands of campaigns and discovered social media has among the highest invalid rate, with more than half (57.5%) of KOL fans fraudulent.

Nearly a third of all online ads in China invalid: report

Nearly a third (31.9%) of all online advertising traffic in China was invalid in 2019, costing the industry an estimated RMB28 billion (US$3.9 billion) in lost adspend, according to Miaozhen Systems.

The measurement and analytics firm analysed the traffic of 65,000 campaigns by 2,000 brands across 1,200 platforms in China, including desktop and mobile display, social media, KOL marketing, online consumer leads, TV, outdoor and more.

It found that invalid traffic (defined by Google as intentionally fraudulent traffic as well as accidental clicks) made up 31.9% of all digital advertising traffic, up by 1.7% from 2018.

The proportion of invalid display traffic dropped from 43.7% in 2018 to 42.6%, while video rose from 20.4% to 22.6% in the same period.

A massive 48% of social media ad traffic was found to be invalid in 2019, while more than half (57.5%) of KOL fans were discovered to be fake, with baby and mum KOLs having the highest rate of invalid fans (65.1%).

Around one-quarter (26%) of all online consumer sales leads were invalid, with "major implications for auto and other industries that rely on online lead collection", the company said.

Outdoor had the lowest IVT rate at 4.2% of traffic.

Miaozhen claims its IVT filtration solution has an average IVT rate of 4.7%, far lower than the 2019 average of 31.9%.

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

 

Source:
Campaign Asia

Related Articles

Just Published

8 hours ago

Parsing the gap: Agencies grapple with pay ...

Australia has published an employee gender pay gap report for the first time. Advertising fares better than the construction, banking, and consulting industries. However, top holding companies have gaping holes in their pay structure where equity should sit.

9 hours ago

Spikes Asia announces Innovation Spikes 2024 shortlist

This year's shortlist includes 11 entrants from six countries including India, Japan, Australia, Singapore and South Korea.

10 hours ago

Women to Watch Greater China 2024: Felicia Hartono, ...

A creative and dynamic leader, Hartono leads with flair and innovation to set new standards for client engagement.

10 hours ago

Ten questions with Ingrid Verschuren: Head of Data ...

As the generative AI boom sweeps over the media industry, Campaign catches up with Dow Jones' Ingrid Verschuren to discuss how the news and finance conglomerate is embracing artificial intelligence and navigating both its threats and opportunities.